While Channel Partners are customers too, unlike the traditional customer, partners are able to provide a unique perspective. When it comes to Voice of Partner versus Voice of Customer survey research, consider these four differences:
1 – Many Channel Partners sell competing products and services giving them a unique perspective on what drives customer purchase decisions. Their input can help companies understand what causes a customer to purchase one product over another competing product.
2 – In a similar manner, OEMs can use partner input to understand what drives a partner to recommend one product over another.
3 – Many partners are combining an OEM's products with other products to deliver a complete solution. Having a better understanding of solution offerings, can be valuable input for the product group.
4 – Customers who purchase from a channel partner often go to the partner for support. Partners can provide a unique perspective on what is needed to support the indirect customer. This input can also be leveraged for serving the direct customer.
Corporate business strategy can benefit from insights provided by the channel. The partner perspective can be used to grow market share, enhance the product roadmap, and deliver an experience that both direct and indirect customers value.
If you are working to create a customer focused leadership position, consider including the perspective from all customer types.
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